Method and apparatus for dynamically presenting content in response to successive scans of a static code

ABSTRACT

QR codes or the like are used in hardlink applications, by which different users may receive different information in response to a scan of the same code that is displayed at one or more locations in the real world. The content delivered to a particular user may be dependent on the time of the scan, the geographic location of the user, a weather condition at the geographical location, personal information associated with the user, a number of previous scans of the code by prior individuals, and any combination of the these or other variables, which may be determined by an originator of the QR code or other party.

TECHNICAL FIELD

This disclosure generally relates to data processing, and in particularit relates to receiving information over a computer ortelecommunications network by scanning or otherwise entering codesdisplayed in the real world, such as barcodes, quick response (QR)codes, data representations, or other symbologies.

BACKGROUND OF THE DISCLOSURE

One and two-dimensional barcodes, and other symbologies, have becomeubiquitous throughout the global marketplace, particularly with respectto product or item identification, and expediting merchant transactionsinvolving the same. For example, it has long been common practice toinclude a barcode or similar symbology on product packaging. Thesymbology includes encoded information that identifies the product in amanner recognizable by a computer. The symbology may be scanned by abarcode reader, which, in turn, decodes the symbology, therebyidentifying a purchased product or the like to the computer or a user.

While one-dimensional (1-D) barcodes rose to prominence since theirintroduction in the 1970's, two-dimensional (2-D) barcodes have sincebeen developed, which boast the capacity to store greater amounts ofinformation than its predecessors. Such 2-D barcodes are now prevalent,for example, in mail and package delivery, as well as many otherindustries.

One particular category of 2-D barcodes, referred to collectively in themarketplace as QR codes, have gained rapid acceptance over the pastdecade with the proliferation of “smart” cellular telephones and otherpersonal data or communication devices. Although initially used fortracking parts in vehicle manufacturing, QR codes are now used in manydiverse areas, such as commercial tracking applications, as well asconvenience-oriented applications aimed particularly at smartphoneusers. QR codes can be used to display text to the user, add contactinformation to a user's device, open a web page, or compose a textmessage or electronic mail message. Users can also generate and printtheir own personalized, data-encoded QR code and post it at variousreal-world locations or sites on the Internet. QR codes oftentimes areused to store network or telephone communication network addresses, suchas a link to a particular uniform resource locator (URL) on theInternet, or other computer network address.

QR codes may appear in magazines, on signs, buses, business cards, or onjust about any object or projection that individuals may come across inthe real world. Those having a smartphone equipped with a camera and anappropriate code reader software application can then scan the image ofthe QR code and receive the information encoded thereby. The linking ofdata to physical objects in this manner is commonly referred to as a“hardlink” or a “real-world hyperlink.”

In all prior uses of barcodes and like symbologies, there has been oneconsistent goal, namely to provide a means by which information returnedfrom a scan of the code is consistent each and every time the code isscanned. For example, when a barcode on a product is scanned, the sameproduct information is returned to users scanning that code every time.The Applicants now introduce a distinguishable use of symbologies, suchas QR codes, in hardlink applications.

SUMMARY OF THE DISCLOSURE

The present disclosure enables a method and apparatus for presentingdynamic content in response to successive indications, acknowledgements,inputs or scans of a static, unchanging, hardlink symbol or code that isvisually displayed to users or consumers at one or more real-world,physical, geographic locations. In particular, one aspect of thedisclosure includes a method performed by a network-accessible computerserver system in communication with wireless devices of users over awireless communication network, such as a cellular telephone network.The computer server system includes electronic memory for storing aplurality of separate merchant site addresses in computer-readableformat. The electronic memory further stores one or more rules forselecting a merchant site address from the plurality of separatemerchant site addresses for transmission to a wireless device of a userover the wireless communication network in response to an indication ofthe hardlink code from the wireless device. Such rules are dependent ondata determined from such received indications. For example, when anindication of the hardlink code is received from a wireless device of auser, the system determines data that includes (i) an identification ofthe hardlink code scanned by the user, and at least one of: (ii) a timeof the indication, (iii) the geographic location of the wireless deviceat the time of the indication, and (iv) a weather condition at thegeographic location. Applying this data to the rules, the system selectsa merchant site address from the plurality of merchant addresses andtransmits the selected merchant site address, or content therefrom, tothe wireless device of the user in response to the indication. The usermay then enter into a transaction with the merchant in a variety ofmanners.

BRIEF DESCRIPTION OF THE DRAWINGS

Further aspects of the present disclosure will be more readilyappreciated upon review of the detailed description of its variousembodiments, described below, when taken in conjunction with theaccompanying drawings, of which:

FIG. 1 is an example of a code, such as a QR Code or smartcode, for usewith various embodiments of the present disclosure;

FIG. 2 is a pictorial representation of a process of scanning a code andreceiving dynamically-selected content according to the presentdisclosure;

FIG. 3 is a pictorial representation of a process of scanning a code,sending a Short Message Service (SMS) text message, or entering a URLdisplayed in a real-world location and receiving dynamically-selectedcontent according to the present disclosure; and

FIG. 4 is an exemplary method performed by a QR code distributor or thelike for establishing and updating rules for dynamically presentingcontent in response to a scan of a QR code by a user according to thepresent disclosure.

FIG. 5 is an exemplary method performed by a user for scanning a QR codeor the like and receiving dynamic content in response thereto accordingto the present disclosure;

FIG. 6 is an exemplary method performed by a merchant for having itsmerchant site address identified to a user in response to a scan of a QRcode, or the like, according to the present disclosure; and

FIG. 7-12 are screenshots depicting an exemplary manner in which rulesmay be established and applied to determine content to be delivered to auser in response to a scan of the QR code, or the like, according to thepresent disclosure.

DETAILED DESCRIPTION OF THE SPECIFIC EMBODIMENTS

Referring now to FIGS. 1-12, wherein similar components of the presentdisclosure are referenced in like manner, various embodiments of amethod and system for selecting and dynamically presenting content inresponse to successive indications, acknowledgements, inputs or scans ofa static, hardlink code are disclosed.

Turning now to FIG. 1, there is depicted one type of QR code that may beused with the present disclosure. Information is typically encodedwithin such a QR code in two-dimensional formats in a variety of mannersthat are well-known in the art. The data encoded in the QR Code, ofcourse, can not be changed since the underlying data is typically usedin the image generation of the code itself. Thus, every time that the QRcode is scanned the same data will be decoded from the image. In variousembodiments of the present disclosure, it should be recognized that theQR code may encode a computer network address, such as a UniformResource Locator (URL) address on the Internet. It should also bereadily appreciated that any type of data, code or symbology may be usedin place of a QR code, such as a one-dimensional barcode, atwo-dimensional barcode, a dataform, a dataglyph, alphanumeric text, aphotographic image, or any other symbologies heretofore known or laterdeveloped.

As depicted in FIG. 2, a consumer may use a wireless device 20 to scan,image or otherwise input a code, such as a QR code., encountered in thereal world. The wireless device 20 may be any type of device, heretoforeknown or later developed, which is operable to receive an input, imageor scan of a code by a consumer, and which further includes atransmitter and a receiver for communicating signals over a wirelesscommunications network. In various embodiments, the wireless device 20may be a cellular telephone having an imaging device, such as a still orvideo camera. The wireless device 20 may also include an interface, suchas a browser application, for accessing the Internet or other computernetwork. Examples of such web browsers include SAFARI, INTERNET EXPLORERand FIREFOX. The wireless device 20 may also include appropriate nativehardware and software to send and receive SMS or text messages, andelectronic mail messages. A proprietary application may optionally beprovided on the wireless device 20 to perform the scanning and/or webinterface functions described herein. The wireless device 20 mayadditionally include appropriate hardware and software for interactingwith a global positioning system (GPS), such that the wireless device 20may determine its geographic location. Additionally, the wireless device20 may include any of a variety of software applications for imaging anddecoding a code or symbol, such as a QR code. Examples of suchcode-reading applications include NEOREADER, MOBILETAG and CODE READER.Examples of cellular telephones on the market today that are equippedwith the features above include the IPHONE, BLACKBERRY, and ANDROIDsmartphones.

The wireless device 20 is operable to communicate bi-directionally witha computer server system 22 over any of a variety of communicationsnetworks. Such communications networks may include a cellular telephonenetwork, a cellular data network and a wireless computer network of thetype operated by VERIZON and AT&T. The communication network may provideaccess to any variety of hard-wired or wireless computer networks nowknown or heretofore developed, including, without limitation, local areanetworks, wide area networks, fiber optic networks, satellitecommunication networks, as well as the World Wide Web.

The computer server system 22 may be one or a group of distributed orcentralized network computer servers. Such servers, like any commonpersonal computer, include well-known processors, electronic memory,network communication hardware, user interfaces, input/output devices,operating system software, and application software suitable foraccomplishing the functions described herein. A suitable computer serversystem 22 may be one or more enterprise network servers of the typecommonly manufactured by CISCO, DELL and IBM. The computer server system22 may be configured to perform the functionalities described hereinthrough suitable programming in C++, JAVASCRIPT or the like, and mayinclude databases and database management software, for example, of thetype distributed by ORACLE. The computer server system 22, inconjunction with the hardware and software described above, may beprogrammed to act as an intelligent proxy with a decision engine thatincludes one or more rules, generated by a distributor of QR codes orthe like, which determine the content to deliver to the wireless device20 in response to an indication of a code received therefrom. Such ruleswill be described in more detail later below. The computer server system22 may operate a website on the Internet for interfacing with wirelessdevices 20. Based on established and updated rules, the computer serversystem 22 will deliver content to the wireless device 20, as describedfurther below.

With reference to FIG. 3, the wireless device 20 may be used to image orscan a code, and upon decoding of the same, to initiate a communicationwith a website operated by the computer server system 22. In additionalembodiments, however, such communications may instead be initiated bythe user transmitting a code to a specific SMS address via a textmessage, or the like. For example, a billboard or like display at aphysical location may present a code and/or a printed message, such as“Text “<alphanumeric code>” to <SMS address>.” When the user transmitsthe code to the SMS address with the wireless device 20, the computerserver system 22 may then determine what content to deliver to thewireless device 20 based on the aforementioned rules. Alternatively, orin addition thereto, the user may be presented with a website or URL toenter into a browser of the wireless device 20. When the wireless device20 accesses the website or sends an e-mail, the computer server system22 may determine the content to be delivered in reply according to theaforementioned rules.

In an alternate embodiment, the input of the code could be a photographor image of an offer, product, storefront, or any other image taken bythe camera of the wireless device 20 from which one or more imagefeatures may be recognized by the system 22 using known imagerecognition technology. Examples of such technology include software andservices provided by LOOK THAT UP (LTU) TECHNOLOGIES, SNAP TELL orGOOGLE GOGGLES. A rule may be established in the computer server system22 that when a given feature is identified in an image submitted by theuser, particular content is to be delivered in response.

In response to a scan or any other indication of a code received by thecomputer server system 22, the computer server system 22 may return anyof a variety of content. This includes a merchant web site address orweb page, a coupon from a merchant, audio/video content, photographs,business contact information, confirmation of sweepstakes entry or thelike. Such content is to be delivered according to the establishedrules. In various embodiments, the content to be delivered in responseto the code received from a user may be determined as follows. All codeinputs may be initially directed from wireless devices 20 to thecomputer server system 22. Based on the code, content, or otherinformation, and in accordance with the programmed rules, the computerserver system 22 may query to an internal database using one or moreparameters associated with or parsed from the received code. Theparameters are passed and the database results or content may bedelivered to the wireless device 20. The content may, in certaininstances, be a redirection to a merchant web site or the like. One ofordinary skill in the art will appreciate from the foregoing thatdynamic redirection of user's browsers to desired web site location canbe accomplished in this manner without placing cookies or other trackingimplementations on each user's wireless device 20, as was customarilydone in the prior art.

Turning now to FIG. 4, therein is depicted an exemplary method 40 forestablishing and updating rules that dynamically determine content to bepresented in response to a scan or other entry of a hardlink code by awireless device 20. At the outset, a QR code distributor or otheroperator of the computer server system 22 establishes a unique code,such as that depicted in FIG. 1, in which a web site address or URL isencoded (step 42). The encoded URL is the network address of thecomputer server system 20. The following steps of the method 40 are thenperformed in any suitable order.

Next, the unique code is visually displayed in the real world to usersat one or more geographical locations (step 44). Such locations mayinclude any area or object on which advertising may normally appear,such as billboards, newspapers, magazines, signs, posters, displayscreens, product packaging or any other usable location. The geographiclocation or locations at which the code is displayed may be noted andstored in the electronic memory of the computer server system 22.

The operator of the computer system server 22 that distributes the codesmay then establish rules for the content to be delivered in response toa scan or other indication of the code from a wireless device (step 46).The rules then may be updated, periodically, occasionally and/or asneeded (step 48).

The rules that are central to the operation of the present disclosuremay be based on data variables that are collected from, or in responseto, an indication of a scan or entry of a hardlink code that isdisplayed to users in the real world. Certain variables, which are onefocus of this disclosure, are those that also readily influencepurchasing decisions made by consumers. Some of the most universalvariables that globally affect purchasing decisions are: (i) time of dayor date, (ii) a location of the consumer, and (iii) prevailing weatherconditions at the geographical location of the consumer. Accordingly, itis a goal of the present disclosure to leverage the content that isdelivered to a consumer in response to scan or entry of a code based onat least these three variables.

For example, certain merchants may be interested in advertising usingthe code only during times of the day that the merchant is open forbusiness. Thus, a rule may be established that if a particular code isscanned by a user during the business hours of a merchant, then thatmerchant's content will be delivered in response to a scan or entry ofthat particular code. It is contemplated that certain hours or dateswill be more preferential to certain merchants, and fees charged tomerchants for delivering content at such preferred times may be adjustedaccordingly. The ability to deliver different content based on the timeof day or date ranges in response to separate scans or entries of thesame static hardlink code has not heretofore been described.

In an additional example, a single hardlink code may be distributed toand displayed in multiple locations. If the hardlink code is scanned bya user at a certain location, then the computer server system 22 maydetermine the location of the user (based on the GPS of the wirelessdevice 20 or the known location of the hardlink code) and delivercontent designated for that location based on the rules.

In a further example, certain merchants may notice increased demandduring a particular weather condition. Clothiers, for one, may noticethat consumers purchase more coats when it is raining Accordingly, arule may be established that if it is raining at the geographic locationof the user, then certain content is to be delivered in response to ascan or other entry of the visually displayed code. The computer serversystem 22 may access weather information for the geographic location ofthe user by accessing or querying any number of weather sites on theInternet, such as WEATHER.COM, or may maintain its own database ofprevailing or predicted, local or regional weather conditions for thispurpose.

One or more such rules may be applied separately or in succession, andmay have a hierarchical priority or the like to resolve any conflictsthat may arise between the established rules. The rules may be updatedand adjusted from time to time based on consumer and vendor activity andpreferences.

In addition to rules based on a time, location and weather as describedabove, a wide variety of other variables may also be established. Forexample, content delivery may be based on the number of times that ahardlink code is scanned by one or more users. In such cases, thecontent delivery may be restricted to a certain number of deliveries,based on how many deliveries have been paid for by a particular merchantor other criteria.

Content delivery may also be based on any information known about theuser. For example, a user may register her wireless device 20 with thecomputer server system 22 by providing personal identificationinformation (name, address, telephone number), demographic information,and the like. The user may be assigned a unique user identifier by thecomputer server system 22 in response to such registration.Alternatively or additionally, users need not register with the computerserver system at all to be recognized thereby. Instead, a cookie orother identifier may be placed on the wireless device 20 when itinteracts with the computer server system 22. Thus, user interactionswith the computer server system 22 can be tracked anonymously, withoutany personal identification of the consumer or user, by use of suchcookie or identifier.

Rules may be based on additional variables, such as a number of timesusers have received certain content. There may be a rule that overridesall previous established rules, such as delivering emergencynotifications. The computer server system 22 may also provide end ofrange warning to indicate when certain rules are about to expire orreach their established, maximum threshold of delivery.

Turning now to FIG. 5, therein is depicted an exemplary method 50performed by a user for scanning or entering a hardlink code andreceiving dynamically-delivered content in response thereto. At theoutset, a user encounters a hardlink code that is visually displayed ata geographic location, and uses the wireless device 20 to scan orotherwise input the hardlink code (step 52). The wireless device 20 thensends an indication of the code to the computer server system 22 over awireless communications network (step 54). Where the code is a QR codeor other symbology, the wireless device may decode the scanned codeusing appropriate decoding software applications. The decoded hardlinkcode will then provide a URL and direct the wireless device 20 thereto.The computer server system is programmed to receive the indication ofthe hardlink code from the wireless device 20 and determine variablesassociated with the indication, such as (i) a time that the scan, inputor indication was generated, transmitted or received; (ii) thegeographic location of the wireless device 20; and (iii) a weathercondition at the geographic location. The computer server system willthen apply the established rules for such variables and deliver thecontent to the wireless device 20 that is determined from the rules(step 56). Where the content is a redirection to a merchant web site orthe like, the user will immediately be presented with, and may interactwith, the merchant web site via the wireless device 20, and even enterinto a transaction with the merchant (step 58). Alternatively, or inaddition thereto, content may be delivered to the user that requires theuser to physically present the content to the merchant at a merchant'sreal-world location. In other embodiments, more than one type of contentmay be offered to the user in response to a scan, and the user mayselect from two or more content delivery options, after which, theselected content is delivered.

A second user may scan the same code at the same location and receivethe same or separate content as a prior user, dependent upon how therules apply to the users' scans. In addition, the same code may bepresented at multiple locations, and users at the various locations mayreceive the same or separate content in response to scans of the code,also as dependent upon the rules.

As evident from the foregoing, when any user scans a hardlink code usingthe wireless device 20 with appropriate decoding software or the like,the hardlink code is decoded and the wireless device is initiallydirected to a network address of the computer server system 22 by thedecoded information. When the wireless device 20 communicates anindication of the scan of the hardlink code to the computer serversystem 22, the system 22 then determines certain variables from theindication, such as one or more of: (i) an identification of thehardlink code that was scanned or otherwise entered by the user; (ii) atime that the scan was performed, transmitted or received; (iii) ageographic location at which the user performed the scan, which may bedetermined from position/GPS information received from the wirelessdevice, from stored information regarding the location of the hardlinkcode that was scanned, or a variety of other manners; and (iv) a weathercondition at the geographic location, which may be determined byquerying a weather site or the like using the geographic locationinformation. Other variables may likewise be determined from theindication by the computer server system 22. Based the determinedvariables, and one or more programmed rules for selecting content basedon the rules, the computer server system 22, immediately selects anddelivers content required by the rules to the wireless device 20 inresponse to the indication of the scan, in such a manner that the usermay not even be aware of the initial contact with the computer serversystem 22. The content may be a redirection to a merchant website or thelike. After content delivery, the user may interact with the deliveredcontent as desired on the wireless device 20. Different users may thusreceive different content though they scan the exact same hardlink codeusing their wireless devices 20 in the real world. Finally, users mayenter a code in any of a variety of manners other than scanning Toaccommodate those users not having cameras in their portablecommunication devices, for example, a hardlink code may alternatively oradditionally be provided with an SMS address to which a code may besent, or a URL to be entered into a web browser of the user's device.

Referring now to FIG. 6, therein is depicted an exemplary method 60performed by a merchant for having its merchant site address or contentidentified to a user in response to a scan or entry of a hardlink code.The method 60 may preferably be performed using suitable merchantservers in communication with the computer server system 22 over acomputer or communications network. Initially, the merchant determinesor identifies those conditions under which they would like their contentdelivered to users in response to the scan or entry of a code. Themerchant may indicate time of day, date range, geographic location,weather conditions, user attributes and the like as conditions fordeliver of their content. These variables are then used to generaterules under which the merchant content is to be delivered to a wirelessdevice 20 in response to a scan of a hardlink code. The user and the QRcode distributor may then agree to payment terms for delivery ofcontent, such as price per content delivery or number of deliveries(step 62). The merchant then provides or otherwise designates itscontent that is to be delivered in response to a scan or entry of a codeby a user (step 64). When users receive the merchant delivery they may,for example, interact with the merchant server and even enter into atransaction (step 66). The computer system server 22 may be programmedto track the number of content deliveries made according to the termswith a merchant over a given period and the merchant may receive reportsand invoices concerning such deliveries (step 66).

In the case where multiple merchants create conflicting conditions fordelivery, the merchants may competitively bid for priority with respectto those variables. Alternatively, priority to certain variables orcombination of variables may be presented on a first come, first servedbasis.

In addition to decisions made on content delivery, the computer serversystem 22 may maximize revenue for the system by presenting thehighest-bid offers to users before lower bids from merchants. Inaddition, the system 22 will also attempt to maximize merchant interestin the system. For example, a merchant with a low bid may still have hisoffers delivered at low-revenue times by the system 22. Similarly, thesystem 22 may determine lower-revenue time slots, and make lower-rateoffers to merchants for such time slots.

Turning now to FIGS. 7-12, therein are presented screenshots ofexemplary operator interfaces to the computer server system 22, whichdepict, in sequence, an exemplary manner by which rules may beestablished by an operator of the computer server system 22. The rulesare then applied to determine content to be delivered to a user inresponse to a scan of the hardlink code. In FIG. 7, an initial summaryscreen is presented in which there are presented two exemplary hardlinkcode identifications (“My Website” and “Coupon1”). Summary informationis presented on this initial screen, including (i) a group/campaign(i.e., merchant) to which the hardlink code belongs; (ii) a rule type(which may be either static or based on one or more dynamic variables)pertaining to the hardlink code; (iii) a status of the hardlink code(i.e., active or inactive); and (iv) a current URL or network addresshaving content to be delivered in response to a scan of the hardlinkcode by a wireless device 20. The operator has the opportunity to viewor edit the rules established for hardlink codes, or to view reportsassociated with the codes.

In FIG. 8, an exemplary editing screen of the operator interface of thecomputer server system 22 is presented. When rules for a hardlink codeare enabled, they may be static (i.e., the rule says the same content isalways to be delivered in response to a scan of the code by users).Instead, the rules may be dynamic, and based on previously mentionedvariables, such as: day, time of time, current weather conditions,number of scans of the code performed by users, or other availableoptions.

FIG. 9 presents an exemplary variable entry screen that is presented toan operator in response to a selection of a volume-based rule (aspresented as an option in FIG. 7) for a given hardlink code. Avolume-based rule may be based on number of scans (i.e. “hits”) of thecode. First content may be delivered for the first X number of hits andsecond content may be delivered for the next Y number of hits. Optionsmay be selected to indicate to the operator when an end range is beingreached rule, or that the criteria are to be repeated upon conclusion ofan end range. Other combinations or types of volume-based rules may alsobe employed.

FIG. 10 presents an exemplary variable entry screen that is presented toan operator in response to a selection of a weather-based rule (aspresented as an option in FIG. 7) for a given hardlink code. The weatherrule may be dependent on temperature and/or condition (rainy, snowy,cloudy, sunny). A combination of temperature range and weather conditionvariables may likewise be designated for particular content delivery.

FIG. 11 presents an exemplary variable entry screen that is presented toan operator in response to a selection of a time-of-day-based rule (aspresented as an option in FIG. 7) for a given hardlink code. Contentdelivery may be based on one or more time ranges. For example, a rulemay state that between the hours of 12 AM and 6 PM on Mondays, Content Xis to be delivered in response to a scan of the designated hardlink codeby a user, while between 6 PM and 12 AM on Mondays, Content Y is to bedelivered.

FIG. 12 presents an exemplary variable entry screen that is presented toan operator in response to a selection of a date range-based rule (aspresented as an option in FIG. 7) for a given hardlink code. Content maybe delivered based on one or more date ranges. For example, a rule maystate that between the dates of Oct. 1, 2011 and Oct. 31, 2011, ContentX is to be delivered in response to a scan of the designated hardlinkcode by a user, while between Nov. 1, 2011 and Nov. 30, 2011, Content Yis to be delivered.

Based on the foregoing, it is readily apparent that any number of rulesand combination of rules may be applied to determine content to bedelivered in response to a scan of a hardlink code by a consumer orindividual. The rules may be based on variables associated with a scanof a hardlink code and/or based on payment terms or bids from merchantsfor content delivery under predetermined conditions. In certainembodiments, the rules may be based on the price paid by merchants forpresenting their content to users in response to scans, the proximity ofa user scanning a code to a particular merchant, or preferences of theusers as established by submitted preference information and/ormonitoring of the user's scanning patterns that may optionally beperformed in a variety of known manners.

The methods and systems described in the foregoing enable a new mannerof leveraging advertising space or the like. Instead of a singlephysical display being dedicated to one advertising campaign or message,it can be dedicated to a wide variety of campaigns simultaneously. Usersscanning a given hardlink code will be dynamically served content thatare based on rules associated with the code and variables associatedwith the scan of the hardlink code by various users. Accordingly,certain novel methods of determining content delivery based on scans ofhardlink codes have been presented herein. Such methods and systems donot preclude all uses of QR codes or other codes for marketing ormessaging purposes, including those that heretofore existed. However,such methods and systems are readily distinguishable in that, in theprior art, the use of QR codes and the like are generally intended toserve the same information each and every time a code is scanned byvarious user devices, wherein in the present disclosure, differentcontent may be dynamically delivered to different users, or the sameuser at different times, based on any number of variables and rulesestablished for the hardlink code, all without ever having to replace orupdate the display of the hardlink code in the real-world after it hasbeen positioned.

Various possible uses of the methods and systems described herein willnow be described. In a first example, a single merchant may wish toprovide multiple sale offers to consumers at a specific retail location.There may be, for example, ten different hardlink codes locatedthroughout the store, each of which having separate offers designated bythe rules established for those codes. When a user scans a particularone of the codes located in the toy department, the user may receive oneof many available offers: on a summer day, the user may receive adigital coupon or offer for 10% off of rollerblades and bicyclingaccessories in the toy department.

In a second example, a store puts a permanent QR code in theirentranceway, offering users the ability to scan it on every visit forthe daily special. One day the store only has 100 of a particular offeravailable. The store sets their volume range so that after 100 scans,the system is programmed to change the offer.

In a third example, a shopping mall or other like location with multipleretail storefronts may have a single hardlink code displayed inlocations around the mall. Merchants within the mall can pay to havetheir content delivered from scans at certain locations within the mallor at particular times/dates. On a slightly larger scope, offers may bedisplayed for example on public transportation or other public locationsthroughout a city, county, state or even country-wide. Merchants withinthe given region can pay or bid to have their content delivered undervarious conditions from one or more of the city-wide hardlink codes.

On a busy city street, a company places a QR code with the caption‘Local deals on this street’. All merchants on the street are given alogin to an interface with the computer server system 22. Using theinterface, merchants can log in, modify their offers in real-time,adjust their current bid for impressions, select specific time or days,and set weather conditions.

As a final example, a merchant has an ongoing promotion revolving aroundtheir QR code. Shoppers can scan the hardlink codes presented in themerchant's store to receive offers or other promotions. However each dayone shopper will win a cash prize based on a randomly selected scan thatoccurs between, for example, 4 PM and 6 PM, when traffic to the storetend to be typically slow. Upon noticing the promotion, shoppers areattracted into the store at that time to scan the hardlink code. Thecomputer server system 22 may place a session variable, cookie, or otherdata tracking mechanism on the wireless device 20 of each shopper sothat each has only one opportunity to win. As customers scan the codewithin the store, one shopper is chosen as an instant winner, randomlyor based on designated variables. Where shoppers are registered with themerchant, instant win scans could become delayed win scans. For example,the merchant could have a promotion where shoppers are encouraged toscan a hardlink code from 4-6 PM. Since the shoppers are registered, themerchant may notify the winner via SMS to the user's cellphone, or inanother suitable manner.

In embodiments where an identity of a user submitting a code to thecomputer server system 22 is known, various additional embodiments arepossible. For example, it may be possible for an administrator toactivate QR Codes in the field once they are placed at a location in thereal world. Once a QR Code is placed, the administrator can scan thecode at a first instance. The computer server system 22 may recognizethat this is an initial scan of the code. The computer server system 22may further identify the user as an administrator based on parameterspassed with the scan, such as an identification of the administrator'suser device (i.e. by machine address code (MAC) or cellphone number).The administrator can also access and update parameters, data and rulesassociated with the activated codes. Upon recognition of theadministrator, the computer server system 22 may then activate the codeso that content will be delivered to subsequent scanning users. Thecomputer server system 22 may also determine the physical location ofthe QR Code from position or GPS data transmitted from theadministrator's device.

In certain additional embodiments, where the identity of a user (such asdemographic data, contact information, biographical data, and/ormarketing preferences) are known or established (such as by submissionof such data by web interface to the computer server system 22), thescanning activities of known users may be tracked and maintained in adatabase, and tracked users may receive customized content or otheradditional privileges or exclusive offers in response to scans ofhardlink QR Codes. In certain circumstances where a user can be uniquelyidentified (by MAC address or the like), but the actual identity of theuser is unknown or not provided, the activities of the user may insteadbe “anonymously” tracked, but in a manner that is otherwise similar tothat for users with known identities. Scanning patterns may be tracked,directly or anonymously, and content delivery may be based on priorscanning activities of known users. In such manner dynamic contentdelivery can include a degree of intelligence by including rules thatprevent delivery of certain content to a tracked user, even though suchcontent would otherwise be called for by the established general rules.For example, where the user has previously received such content inresponse to an earlier scan, or has otherwise indicated preferences suchthat a particular content should not be delivered, the rules mayover-ridden to select the next available content for delivery to thatuser.

Although the best methodologies have been particularly described in theforegoing disclosure, it is to be understood that such descriptions havebeen provided for purposes of illustration only, and that othervariations both in form and in detail can be made thereupon by thoseskilled in the art without departing from the spirit and scope thereof,which is defined first and foremost by the appended claims.

1. A method performed by a computer server system in communication witha data communication network, comprising: establishing a web site on thedata communication network; storing, in an electronic memory, aplurality of separate merchant site addresses in computer-readableformat, the merchant site addresses comprising addresses on the datacommunication network; storing, in the electronic memory, databaserecords corresponding to a plurality of codes that are visuallydisplayed to users, the decoding of which directs user devices to theweb site; storing, in the electronic memory, a rule for selecting amerchant site address from the plurality of separate merchant siteaddresses for transmission to devices of users over the datacommunication network, the rule dependent on geographic locations ofusers, times at the geographic location and weather conditions at thegeographic location determined in response to indications of codesreceived from the devices; receiving, at the web site from a device of auser, an indication of a code that has been decoded by the device;determining data corresponding to the indication, the data including atime of the indication, a geographic location of the device at the timeof the indication, and a weather condition at the geographic location;selecting a merchant site address from the plurality of merchantaddresses based on the rule, the geographic location of the user, thetime at the geographic location of the user, and the weather conditionat the geographic location of the user; and re-directing the device tothe merchant site address on the data communication network.
 2. Themethod of claim 1, wherein the device comprises a transmitter and areceiver for communicating signals over the data communication network.3. The method of claim 1, wherein the device comprises a globalpositioning system (GPS) for determining the geographic location of thedevice and wherein the device transmits the geographic location to theweb site with the indication.
 4. The method of claim 1, wherein thedevice comprises a camera including at least one of a still camera and avideo camera for imaging the code, and software instructions fordecoding the code after said imaging.
 5. The method of claim 4, whereinthe indication includes information that was decoded by the device froma scan of the code by the camera.
 6. (canceled)
 7. The method of claim1, wherein the code comprises at least one of: a one-dimensionalbarcode, a two-dimensional barcode, a quick response (QR) code, adataform, a dataglyph, alphanumeric text, a photographic image and asymbology.
 8. The method of claim 1, wherein the code is a photographicimage, the method further comprising: determining a feature in the imageusing image recognition software and wherein the data includes thefeature.
 9. The method of claim 1, wherein the data communicationnetwork comprises at least one of a cellular telephone network, acellular data network and a computer network.
 10. The method of claim 1,wherein said rule is dependent on additional data including a number ofscans of the code performed by one or more users.
 11. The method ofclaim 1, wherein said selecting comprises selecting at least twomerchant site addresses from the plurality of merchant site addresses,said re-directing comprises transmitting the at least two merchant siteaddresses to the device of the user; and further comprises: receiving aselection of one of the two merchant site addresses from the wirelessdevice of the user.
 12. The method of claim 1, wherein the hardlink codecomprises a Quick Response (QR) code and wherein the indication receivedfrom the user includes information decoded from a scan of the QR code bythe wireless device of the user.
 13. The method of claim 1, wherein theindication comprises a transmission of an alphanumeric character stringby Short Message Service (SMS) from the device to an SMS address that isvisually displayed with the code.
 14. The method of claim 1, wherein theindication comprises a web site address that is visually displayed tothe user with the code.
 15. The method of claim 1, further comprising:storing, in the electronic memory, the geographic location at which thecode is displayed; and wherein the geographic location of the user isdetermined by retrieving a geographic location stored in the databasefor the code received from the user.
 16. The method of claim 1, whereinthe rule is further dependent on bids from a plurality of merchants forredirecting devices of the users to a particular merchant in response toreceiving the indication of the code.
 17. A computer server system incommunication with a data communication network, comprising: acommunications device for transmitting and receiving signals over thedata communication network; an electronic memory for storing a pluralityof separate merchant site addresses for selective transmission todevices of users; the electronic memory further storing at least onerule for selecting at least one merchant site address from the pluralityof separate merchant site addresses, the at least one rule dependent ongeographic locations of users, times at the geographic locations, andweather conditions at the geographic location which are determined inresponse to indications of codes received from the devices via thecommunication device; a processor, operable with the communicationdevice and the electronic memory, to enable the computer server systemto: receive, from a first device of a first user, a first indication ofa code that is visually displayed to the first user; determine, inresponse to the first indication, a time of the first indication, ageographic location of the first device at the time of the firstindication, and a weather condition at the geographic location at thetime of the first indication; select a first merchant site address fromthe plurality of separate merchant site addresses based on the at leastone rule; re-direct the first device to the first merchant site addressin response to the first indication; receive, from a second device of asecond user, a second indication of the code that is visually displayedat the geographic location; determine, in response to the secondindication, a time of the second indication, the geographic location,and a weather condition at the geographic location at the time of thesecond indication; select a second merchant site address from theplurality of separate merchant site addresses based on the at least onerule; and re-direct the second device to the second merchant siteaddress in response to the second indication.
 18. The apparatus of claim17, wherein the computer server system is further enabled to: receive,from a third device, a third indication of a code that is visuallydisplayed at a second geographic location; determine, in response to thethird indication, a time of the third indication, the second geographiclocation, and a weather condition at the second geographic location atthe time of the third indication; select a third merchant site addressfrom the plurality of separate merchant site addresses based on at leasta portion of the third data and the at least one rule; and transmit thethird merchant site address to the third device.
 19. The apparatus ofclaim 17, wherein the computer server system is further enabled to:receive, from a third wireless device, a third indication of the codethat is visually displayed at the geographic location; determine, inresponse to the third indication, a time of the third indication, thegeographic location, and a weather condition at the geographic locationat the time of the third indication; select the first merchant siteaddress from the plurality of separate merchant site addresses based onthe at least one rule; and re-direct the third device to the firstmerchant site address in response to the third indication. 20.(canceled)